Before
The homepage was a ~1,700-character pricing table. Visitors landed on terms, not a reason to stay.
The move
Rewrote to a ~4,300-character VPC narrative with testimonials and benefit-framed sections.
Why it worked
The pricing table answered "how much" before buyers understood "why this." The narrative reversed that order.
The number
+23% conversions, bounce halved, time on page roughly tripled (self-reported, Dec 2023 deck). 78 Wayback snapshots document the change.
Attribution
Self-reported, with 78 Wayback snapshots. Q1 company-level figures ($348K new ARR, $1.6M pipeline) are team-wide context, not isolated to this work.
before / after · drag to compare
Attribution. Self-reported, with 78 Wayback snapshots; Q1 figures are company-level context.
Sources: Portfolio deck · Wayback Machine
